Play Out, a company selling genderless underwear has used breast cancer survivors who have undergone double mastectomies (who didn’t receive reconstructive surgery afterward) as models, hoping to challenge perceptions of gender and fashion, and raising awareness about breast cancer. The models, all friends of company owner Abby Sugar, all had breast cancer at a young age and chose not to have breast reconstructions after their mastectomies. The company says they were hoping that breast cancer survivors — especially those in the LGBTQ community — would find “role models, support and inspiration” in their campaign. The company added that the ad is open to viewer interpretation, and asks viewers to “embrace landscape without gender borders.” FlatTopper Pride, a support group launched by Emily Jensen, one of the models, collaborated on the project. “I don’t like the idea of manipulating my body through surgery by inserting silicone under muscle,” Jensen writes on her website, “nor would I move muscle or fat from one part of my body to recreate an insensate semblance of a breast.”